Google aims to track shoppers beyond online behavior

June 1, 2017

Google wants to know what consumers are buying offline so it can hone its digital advertising strategy.

The search giant is prepping a system that will move offline after an online consumer is done browsing to learn what they’re looking at and buying in brick-and-mortar stores. They'll be doing it with the help of retail advertisers, according to a Newsday report.

In short, if an online shopper clicks on a digital ad but makes no purchase Google wants to find out if that shopper went offline and made the purchase in a brick-and-mortar retail store and will use its access to credit and debit card transactions to do the tracking.

Topics: Consumer Behavior, Digital Merchandising, eCommerce, Marketing, Merchandising, Omnichannel / Multichannel, Online Retailing, Retail - Analytics

Companies: Google

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